NEW YORK: Colgate's Oral Health Month, held in countries around the world, is making its US debut this April, working through the Hispanic community.
“We will be communicating the purpose of good oral health and encouraging Hispanic consumers to go get dental screenings,” said Carla Kelly, GM of multicultural marketing for Colgate. The company partnered with the Hispanic Dental Association (HDA) to launch “El Mes de la Salud Bucal” on April 2 in four locations: Miami, Los Angeles, Houston, and New Jersey.
“This is the first time that a major manufacturer like Colgate has partnered with the Hispanic Dental Association on such a big venture,” Kelly said. The company is working with Siboney USA, its multicultural advertising and PR AOR, on the initiative, which includes various local events and Colgate's “Bright Smiles, Bright Futures” van.
“[At the] van visits, consumers can actually go and experience oral health, what Oral Health Month is all about, and also get tips and tools,” Kelly noted. The campaign distributes bilingual brochures for kids and adults, and children can also receive free dental screenings from professionals associated with the HDA.
Colgate is targeting Hispanics ages 18 to 49, but Kelly said, “traditionally, we know that it's important to reach moms, so [we're] trying to reach moms and have them communicate the message to the rest of the family.”
Colgate is targeting local media in the four communities, including radio and Spanish-language outlets. Univision will air PSAs about oral health featuring spokespeople Drs. Francisco Ramos-Gomez and Ivan Lugo, and Hispanic journalist Myrka Dellanos. While the crux of the campaign is the in-person events, Colgate also has information about Oral Health Month online.
“We recognize that specifically in the US, as Hispanic consumers come, they may have a lack of familiarity with healthcare systems and be a little unsure of how to get answers,” Kelly said. “With our mission of promoting oral health globally, it's an opportunity for us to promote that with one of our key consumer segments.”